Jhené Aiko is the face of Skims‘ latest campaign. The Grammy-nominated singer fronts the lifestyle brand’s cotton collection, showcasing new designs emphasizing comfort without sacrificing style.
In the campaign photos, captured by South African photographer Henrik Purienne, Aiko poses in Skims’ cotton Ts, shorts and panties against the natural backdrop of the desert. The singer’s long, raven-black hair is pulled back into a flowing ponytail, while her makeup highlights her natural beauty.
“This was such a beautiful campaign to star in,” Aiko said. “As a longtime customer and genuine fan of the brand, I’m honored that Skims asked me to be part of it.” The campaign and images launch ahead of Aiko’s upcoming “The Magic Hour” tour, which kicks off June 19 in Detroit.
“My outfits on stage can often be very intricate and restrictive, but when I’m at home with my family or traveling on the road, comfort is essential. Skims Cotton styles provide me with the perfect solutions for my everyday life.”
The campaign images feature Aiko wearing Skims Cotton Rib Cami, Tank and Tee, and Skims Cotton Jersey Boy Short, Cheeky Tanga and more. Each piece features soft, muted colorways.
“Jhené’s presence adds a calm yet dynamic layer to the campaign that reflects the comfort and ease of Skims Cotton Rib and Cotton Jersey collections,” said Kim Kardashian, who cofounded Skims alongside Emma Grede and Jens Grede in 2019.
“She’s one of my favorite artists so I’m honored to have her star in our Skims Cotton campaign ahead of her Magic Hour Tour that starts this month!”
The pieces in Skims’ Cotton collection feature cotton rib material made from soft, natural fibers in lounge pieces that elevate the look and feel of comfortable pieces. The Skims Cotton Jersey selections come complete with foundational pieces, which feature a design that includes super soft and stretchy jersey fabric ideal for all-day comfort and wear.
Prior to this recent campaign, Skims tapped WNBA players Cameron Brink, Candace Parker and more for the brand’s “Fits Everybody” campaign, which debuted last May. Skims also featured cofounder and chief creative officer Kim Kardashian modeling swimwear styles from the brand, which featured photography by Nick Knight and styling by Carine Roitfeld.
